The Influence of Social Media Marketing, E-Price and E-Product Diversity on E-Decision Using Tokopedia in Semarang City

Abstract

Moderism ditandai dengan masyarakat yang menggunakan jaringan internet untuk melakukan kegiatannya, mulai dari mencari informasi, transaksi, pesan makanan, reservasi hotel, belanja online, dan lain-lain. Hal ini mendorong developer IT untuk mengembangkan platform yang memudahkan penggunanya dalam kegiatan ekonomi, salah satunya Tokopedia. Tetapi menurut survey Iprice dan rating Appstore.com menunjukan Tokopedia belum mampu bersaing dengan para kompetitornya. Ini dikarenakan ada factor yang membuat Tokopedia ini kurang diminati. Diduga factor tersebut adalah social media marketing, e-harga dan e-keberagaman produk. Tipe penelitian yang digunakan adalah tipe penelitian explanatory research, yaitu penelitian akan dijelaskan hubungan setiap variabelnya yang dilakukan uji coba pada rumusan hipotesisnya yang menggunakan teknik untuk mengambil sampel yaitu purposive sampling berdasarkan kriteria tertentu sampel yang digunakan sebanyak 100 responden yang menggunakan aplikasi Tokopedia di Kota Semarang dengan umur 20-50 tahun. Hasil penelitian menunjukan bahwa Social Media Marketing mempengaruhi sebesar 34,6%, E-Harga mempengaruhi sebesar 45,8% dan E-Keberagam Produk mempengaruhi sebesar 48,1% e-keputusan menggunakan Aplikasi. Secara bersamaan, ketiga variabel tersebut mempengaruhi e-keputusan mengunakan aplikasi Tokopedia sebesar 60,6%. Berdasarkan penelitian, disarankan Tokopedia perlu meningkatkan kualitas konten dan lebih sering meluncurkan iklan di tiap periodenya, lalu perlu diturunkannya biaya admin yang dianggap terlalu tinggi serta Tokopedia perlu memberikan promo yang lebih sering, selain itu Tokopedia juga perlu melengkapi variasi ukuran serta kualitas produk yang ditawarkan untuk mendorong e-keputusan menggunakan aplikasi Tokopedia.

Modernism is characterized by a society that uses the internet for various activities, such as seeking information, conducting transactions, ordering food, making hotel reservations, online shopping, and more. This has driven IT developers to create platforms that facilitate users in their economic activities, including Tokopedia. However, according to surveys by Iprice and ratings on Appstore.com, Tokopedia has not been able to compete with its competitors. This is believed to be due to factors that make Tokopedia less popular. These factors are suspected to include social media marketing, e-pricing, and product diversity. The research conducted is of the explanatory research type, which aims to explain the relationship between each variable through hypothesis testing. The research utilized purposive sampling technique to select 100 respondents who use the Tokopedia application in Semarang city, with ages ranging from 20 to 50 years. The research results indicate that Social Media Marketing has an influence of 34.6%, E-Pricing has an influence of 45.8%, and Product Diversity has an influence of 48.1% on the decision to use the application. Simultaneously, these three variables collectively influence the decision to use the Tokopedia application by 60.6%. Based on the research findings, it is recommended that Tokopedia improve the quality of its content, increase the frequency of launching advertisements in each period, reduce the perceived high administrative costs, provide more frequent promotions, and enhance the variety of sizes and quality of the offered products to encourage the decision to use the Tokopedia application.